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Does Your Business Operate From A Greater Purpose? - Business Times Column #136

There’s a commonly held belief in business that success is the result of selling as many products or services as possible at the highest price possible to as many consumers as possible to make as much money as possible. Following this limited perspective of success, however, leaves everyone involved feeling taken advantage of; vastly undervalued; used; and, most important, unhappy.

I believe a truly successful business, one that benefits the many and not the few, strives to create as much happiness and success as possible for customers, team members, owners and the community while generating a profit in the process. This balanced approach to success takes all players into account, spreading the fruits of everyone’s labor far and wide.

All of this begins with the lifeblood of any successful business — customers. If they’re not happy with the products and services they purchase, they won’t return and are unlikely to speak highly of your company.

As you consider your customer base, it’s important to see them as human beings who’ve chosen to do business with you and not merely dollar signs that add to your bottom line. When customers are consistently valued and treated with respect, integrity and care, they become raving fans of you, your team and your business. The happiness and success of everyone increases.

This same principle applies to your team members. Without them, your company wouldn’t function. Without their dedication, it would be impossible to conduct high-quality business. Their agreements to give large portions of their lives to help you in exchange for earning a living shouldn’t be taken for granted. Like you, team members have dreams of happiness and success. Their families depend on them just as yours depend on you.

Your team members are the conduit between your business and customers. They’re not cogs in the wheel of business. They’re human beings. The more you care for your team members, the more they’ll care for you. When you value and treat them with dignity, they’ll typically give their best to you and your customers. The happier they are, the stronger your business will be and the more success you’ll all enjoy.

When you operate from the mindset that others want to be happy and successful just as you do, you’ll see and treat people differently. Through this larger perspective, team members and customers cease to be objects necessary to achieve your financial dreams. Instead, they become vital links in a chain that creates happiness and success throughout the process of doing business.

It’s absolutely true you can’t please everyone. Some customers and team members will never be satisfied with your exceptional efforts. In the pursuit of greater happiness and success, you’ll need to let certain customers and team members go.

Without fail, companies that choose to operate from a win-win-win perspective in which happy customers, team members and owners succeed are the most rewarding companies to do business with, work for and run. These businesses give as well as receive.

As a business coach and consultant, I’ve repeatedly witnessed the dramatic differences between businesses that truly care about their customers and team members and those that don’t. It’s wise to work with a qualified professional who can guide you in becoming a well-rounded business leader who strives to create as much happiness and success as possible for everyone involved.

Quite simply, there’s more to business success than profits, status, prestige and power. When business is conducted in ways that honor and support everyone who contributes their time and resources to its well-being, the business is positioned to serve the greater purpose of creating happiness and success in the world as a whole. Its purpose becomes a more encompassing endeavor, one not solely focused on providing wealth to owners and investors.

In truth, your customers, team members and you are all in business together. When you operate from this balanced perspective — one that includes the best interests of everyone involved, and not just yours — your business will produce happiness and even more success.

Marcus Straub owns Life is Great! Inc. in Grand Junction. His personalized coaching and consulting services help individuals, business owners, executives and companies build teams, organizations and lives that are filled with happiness and success. He is the winner of the 2011 International Coach of the Year Award, and is also the author of “Is It Fun Being You?.” He is available for free consultations regarding coaching, speaking and trainings. Reach Straub by phone at 208-3150, by e-mail at This email address is being protected from spambots. You need JavaScript enabled to view it. or on the website at www.lifeisgreatcoaching.com.